6 unlimited offers that aren’t actually unlimited

From airlines to cellphone carriers to restaurants, a number of businesses make bold, tantalizing promises of “unlimited” goods and services. Who, after all, doesn’t want unlimited data on their cellphones, never-ending coffee refills or free flights for life? But consumers better read the fine print on these kinds of offers, because often, exclusions abound — and sometimes, the salesperson denies or curtails your “unlimited” benefits illegally.

Here are six “unlimited” goods and services that sometimes have limits.

Bloomberg

Slide 2 of 8

Hertz’s unlimited mileage

Hertz offers unlimited mileage on most rentals for Automobile Association of America members, but the site states that exceptions may occur in some locations, particularly on specialty vehicles such as sport-utility vehicles and minivans. However, one Hertz customer reported last month on a Flyertalk.com forum that a Hertz agent said a 2,300-mile trip from New York to Florida (and back) wasn't considered acceptable use of unlimited miles. A spokeswoman for Hertz didn't reply to a request for comment.

Bloomberg

Slide 3 of 8

Flights

Be careful when anyone offers you unlimited service for life. Aside from the risk of going out of business, a company may not initially realize just how expensive that promise turns out to be. Irish airline Ryanair
RYAAY, +1.11%
learned this the hard way. Jane O’Keefe was promised unlimited flights for life in 1988 when she became the airline’s 1 millionth passenger. O’Keefe regularly used her free flights, but alleged that the airline made it increasingly difficult for her to book them. She sued, and in 2002, Ireland’s High Court awarded O’Keefe €67,500 ($83,800) — plus legal costs — for loss of previous and future flights. The bad publicity from the case, however, does appear to be unlimited.

Bloomberg

Slide 4 of 8

Data plans

AT&T
T, -1.14%
and Verizon
VZ, -0.51%
have stopped offering unlimited data plans, but a small percentage of their customers still have unlimited plans. A very small percentage — about 3% — of AT&T’s 3G and 4G smartphone customers still have legacy unlimited data plans, but if they exceed 3GB of data in a single billing cycle, they may experience reduced speeds at times and in areas where the network is congested, an AT&T spokeswoman says. In other words, that YouTube video will suddenly start to take more time to buffer and may not give a clear picture, but most customers wouldn’t notice when sending an email. In October, Verizon decided not to move forward with “network optimization” — slowing data in a busy cell site — of unlimited data on 4G LTE customers after criticism in online forums. However, Verizon customers who still do have unlimited data on older 3G plans may experience slower speeds, a company spokesman says.

Bloomberg

Slide 5 of 8

Coffee refills

A number of stores offer unlimited coffee refills, but patrons had better read the fine print first — because “unlimited” may not mean what it seems. Starbucks Rewards program members can get unlimited refills on their beverages, but only “during the same store visit;” that means that if you leave the store, you may not be able to get those “unlimited” refills anymore — so much for free coffee all day, unless you’re willing to set up shop in a single Starbucks
SBUX, -1.19%
for hours on end. Starbucks says that “this restriction exists to protect the integrity of the program, and ensure we are able to offer meaningful and sustainable Rewards.”

Panera BreadUS:PNRA
has an offer for $169 that gives you unlimited coffee, tea and soda refills for a year, but “only one beverage may be redeemed per transaction and a minimum thirty (30) minutes must remain between each order.” That means that caffeine addicts had better savor their first cup, because they’ll have to wait another half hour before getting another free one. The offer is only good at participating locations. The company notes that this isn't a Panera corporate-wide policy.

Bloomberg

Slide 6 of 8

Bottomless brunches

Peruse a few deal websites, and you’ll likely find an offer or two for local restaurants featuring a “bottomless brunch” with unlimited mimosas or some other alcoholic beverage. But that doesn’t mean the restaurant won’t cut you off. That’s because due to so-called dram shop laws in some states, restaurants can be held responsible for the actions of visibly intoxicated patrons that they keep serving. What’s more, in the fine print, you’ll notice that “unlimited” may only be unlimited for a short period of time (usually about an hour or two or until you finish your food).

Shutterstock.com

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Roadside service programs

When many drivers sign up for a roadside service program, they assume the annual fee, which can easily top $50, includes unlimited service calls. But the programs — AAA is among the most prominent — often have caps on what they will provide. Some AAA clubs (there are 44 nationwide) note in the fine print of their benefits information that “each member is entitled to four free roadside assistance calls at no charge each membership year.” And after that? “A service charge applies” on all calls, the clubs note. “We try to be upfront with our members about what is available to them,” an AAA spokeswoman says. One AAA benefit that’s always unlimited: free maps and tour books, which are available at AAA offices.

Shutterstock.com

Slide 8 of 8

Roadside service programs

When many drivers sign up for a roadside service program, they assume the annual fee, which can easily top $50, includes unlimited service calls. But the programs — AAA is among the most prominent — often have caps on what they will provide. Some AAA clubs (there are 44 nationwide) note in the fine print of their benefits information that “each member is entitled to four free roadside assistance calls at no charge each membership year.” And after that? “A service charge applies” on all calls, the clubs note. “We try to be upfront with our members about what is available to them,” an AAA spokeswoman says. One AAA benefit that’s always unlimited: free maps and tour books, which are available at AAA offices.

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